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Creating An Exceptional Member Experience

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Build an engaging member-centric end-to-end experience that helps our members achieve financial independence and realize their ambitions.

Branding Refresh

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ALL of our customers are members

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Let’s take a poll…

Branding Refresh

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Speaker Notes:

Let’s take a little poll. In the past year, have you had a customer experience that was good that you…

POLL - If virtual use Zoom, if live use Slido (Trainers can create a free slido acct and create a poll)

Put Poll question on screen and give learners time to complete

In the past year have you had a customer experience that was good that you…
(Select all that apply)

Told your friends about a company you love
Told your friends about a company you hate
Told your friends about a negative customer service experience
Recommend a company on your social media
Sent a positive email to a company
Written a negative comment on a company survey
Written a negative review of a company on sites like Yelp
None of the above

Display results on screen
Ask for volunteers to talk about the experience that caused them to do one of those things.

Call out that you’re looking for examples where the agent caused the good experience not just how they compensated you
You’re not always going to be able to provide compensation

Now lets review some statistics about the importance of creating a great experience

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You’ll learn how to…

Create an exceptional member experience
Create an emotional connection with members
Create a service experience that:

Is personalized
Instills trust and confidence
Makes members feel valued

Use The 4-A’s of Exceptional Service

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Good Customer Service

vs

Exceptional Member Experience

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Members need to know they are valued

And feel confident that you can help them

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Who’s Listening?

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Squirrel Story

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He’s just not listening…

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Speaker Notes:

SAY: OK for this exercise, I am going to play a video. Watch the video and tell me how you would feel if you were Jerry.

CLICK on link seinfeld dry cleaning mp4

SAY: How would you feel if this was you? What did the dry cleaner do? What did jerry want initially? By the end? Was the dry cleaner helpful?

Do we do this with our customers?
Sometimes we focus so much on the stats or just answering the question and sale we forget about the person, be sure to get the entire story
People don’t say things to say things, they say things to FEEL heard
Share a personal story where you were not listened to

SAY: Active listening is a way of listening and responding to another person that improves mutual understanding. It is an important first step to defuse the situation and seek solutions to problems. Here are some tips to improve your listening skills.

Focus on the intent and purpose of the conversation.

Active listening begins with an intent to be conscious and receptive to the other person—including the intent and purpose of the conversation—in order to truly understand and empathize with them. Incorporating mindfulness into active listening means that the speaker has your full attention.

Pay attention to body language.

This matters even over the phone. Body language can affect your tone.

Give encouraging verbal cues.

Such as replying “yes, I see” or “mmhmm” or “I understand.” These are often used alongside gestures and expressions, such as smiling or nodding.

Ask questions.

As an active listener, you can also demonstrate interest by asking questions.
Asking an open-ended question can encourage the speaker to elaborate on an important or interesting idea. It also shows that you have been listening attentively up to that point, and you want to know more. This can nurture a bond between the speaker and listener.

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Emotional Connections

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You make the difference!

You influence how members experience our company.

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Speaker Notes:

One of the most important factors in customers choosing who they do business with is how the brand makes them feel
Customer experience is emotion. Plain and simple. It is how you make a member feel.
That’s what experience really means, and that’s what really matters in any interaction with a member.
An emotional connection develops loyalty. There's nothing more valuable to customer loyalty than an emotional bond.
You want to create an emotional connection that’s so engaging and compelling that the customer literally “feels” something afterward.
You want to make sure our members feel:

Appreciated and valued
Feel pride in the fact that they use your products and services
Strongly about the company.

Companies like Apple don’t sell a product, they sell a brand that embodies a delicate mix of dreams and aspirations. Having an Iphone is a prestige symbol and people know they can go to the Genius bar to get help if they have a problem.
Ask: Do you have any brands that you're loyal to? Why? What would have to happen for you to leave that brand?

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T

What does it mean to create an emotional connection?

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Speaker Notes

Before I give you some tips on creating an emotional connection with members, we need to talk about empathy and why it’s important to have it when interacting with members

Let me tell you a Story:

Imagine that you’ve been waiting for an important package. The day comes when it is due to arrive, but by evening there’s still no delivery. After a while, you check on the tracking information and see a message that the order has not even shipped. There was a mix-up with the company you’ve ordered from, and the package will not be delivered by the time you need it.��In scenario one, you reach out to a customer service agent who bluntly informs you there’s nothing you can do but wait. You’re left feeling powerless, angry, and frustrated.��In scenario two, you reach out to a customer service agent who apologizes for the mix-up and tells you that they understand your frustration. They offer options on ways to resolve the situation and stay connected with you until you find a solution.��Which Company would you buy from again?

The difference between great customer service and satisfactory customer service is having agents who continuously go the extra mile to deliver a positive brand experience. Thats where empathy comes in.

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What is Empathy?

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Building an Emotional Connection

04 Smile as you speak

07 Advocate for the Member

01 Refer to the member by name

06 Take Ownership

02 Really listen to the caller. Listen to understand, not to respond

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03 Tone, language, pace, and style

05 Go above & beyond

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Speaker Notes: -

Empathy needs to be the common thread that’s woven into the fabric of every customer service interaction.

Here are some tips for creating an empathetic setting during your interactions. In the next section we’ll give you some language to use to create a feeling of empathy as well.

Refer to the customer by name -Greet the member enthusiastically and make sure to get their name. Then refer to them by name to establish a personal connection. You need to make the member feel you are speaking with a person, not a caller. This will also let the caller know you are paying attention to them. - Ask learners if they make it a habit to use the members name.�
Really listen to the caller - Demonstrates respect and helps the member feel welcome and important. It will also give the impression that you appreciate their time.The first 6 seconds of a call are crucial, even if you intend to transfer the call, make sure not to interrupt. Let the caller know that you are listening. Make sure you’re listening to really understand the members issue. - What are some ways you indicate to the caller that you are listening (PARAPHRASING, UMMHMM, ASK QUESTIONS)�
Tone, language, pace and style are very important in establishing a connection - Language affects the emotional state of callers. It is best to keep the language positive. Pay attention to how the caller is communicating and adjust your style for the situation. How fast you talk should suit the context and customer needs. Most people pay almost no attention to how fast they talk, let alone modify their pace to suit the customer situation. It's actually easy to do.

When a customer is clearly in a hurry, speak faster and in a way that sounds more urgent. Laconic, slow speech with an impatient customer will drive them nuts, and invites abuse.
With a customer who is angry, but not in a hurry, you can slow down your speech. That tends to have a calming effect.�Using chat ask for a volunteer demonstrate their greeting really fast with an angry tone and and then really slow with a friendly tone and finally in their natural way. Don’t tell the rest of the class. After each example, ask class what is wrong or right about the greeting. Perform other role plays as necessary. �

Smile as you speak -The member can hear a smile in your voice. Pretend you are interacting face-to-face with the member. - Ask for a volunteer and ask them to say their greeting without a smile and then with a smile and analyze how it sounds differently. �
Go above & beyond - Every customer has an expectation of what will occur when they interact with your business.

You need to not only meet those expectations, but exceed them.
Companies who exceed customer expectations will win their hearts, which is highly valuable.
A good way to do that is to make recommendations and share experiences with customers.
These experiences and insights will show that your business really cares. Ask learners how they go above and beyond during interactions.�

Own the Call - Make sure you take ownership of the call. You always want to attempt to resolve the issue on the this call - hopefully it’s the first call (First Call Resolution). If you have to work with a manager make sure your own the follow up. You are empowered to do what it takes. ��If the member has made multiple calls on this issue don’t call out the other department or agent.Use terms like us and we and not they or them. �Ask learners how they own the call.�
Advocate for the member - Maintain the mindset that you and the member are now a team. You are just as determined as they are to resolve their issue. �Ask learners how they advocate for the member.

The overarching theme here is value the member and in expressing that value, you’ll be creating an emotional connection.

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Who here likes to be put on hold?

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Speaker Notes

ASK: Who here likes to be put on hold? (on slide) What do you think are some good best practices when you need to put a call on hold?

DIRECTIONS: Give learners time to discus. You’re looking for things like ask permission?don’t abandon them on hold, don’t say can I put you on a brief hold and then immediately put them on hold before getting an answer

CLICK====>

SAY: We know that there will be times when you have to put a member on hold. That’s pretty much guaranteed. How you treat people on hold is important.

Here’s what you need to know about putting people on hold:

Make sure you’re getting permission first.
Make sure to check in with the member at the 3 min mark
Use hold, don’t let the member sit in silence while you do your research,
Use your empathy here. “I’m so sorry but I need to do a little more research, do you mind if I put you on a brief hold”
ASK: Let’s practice. Let’s practice putting someone on hold.

DIRECTIONS: Ask for volunteers to putting people on hold. Tray to have them come up with different language. Give everyone an opportunity to practice.

Empathy is the best way for you to show our members that you really care. Showing empathy helps members feel that their concerns matter. It reinforces that we value them.

Ownership & Advocacy

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Strive for One Call Resolution
Use a One TEAM mentality
Go the extra mile
Provide options when possible.
Do exactly what you said you would do.
Ensure the member feels

Well-informed
Validated
Satisfied with the next steps

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The Four A’s of Exceptional Service

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The Four A’s for Exceptional Service

Short phrases that help you establish a connection with the member

Appreciate the opportunity to serve the member

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Acknowledge that there is an issue

2

Align by confirming you understand with paraphrasing & setting expectations

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1: We appreciate your giving us a call today.

2: I understand that must be frustrating.

3. I can definitely help you with that.

4: To make sure I understand your situation,

here is a recap…

Assure that you’re prepared to act on the issue

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Speaker Notes:

Those were some non-verbal techniques for creating an emotional connection, here are some statements you can use to verbally create that connection
Practice Four A’s for Exceptional Service statements which are short phrases that help you establish a connection with the person you are talking to. They show that the other person is your sole focus and that you are taking personal responsibility for them in this conversation.
They help create trust and mutual understanding.

(Click) Appreciate the opportunity to serve the member
(Click) Acknowledge the members problem which demonstrates active listening and that you understand what their going through
(Click) Assure the member that you’re going to help them which helps to remove the members doubts, allowing them to gain confidence in getting the help that they need.
(Click) Align also demonstrates active listening, paraphrase their issue to make

These statements can be done in any order but you must have all four types of statements in each interaction, including chats.

(Click) For example: Use example on screen.

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Four A’s of Exceptional Service

What I hear you’re saying is..
So I understand that (paraphrase member issue)...
Let me verify what your issue is
To make sure we are on the same page (paraphrase the issue…)

I can take care of that for you
We are going to sort this out together…
I’m confident I can help you with this today..
I’ll be happy to help you with that
We’ve seen this before. What I’ve done to help other members in your situation is…
What we can do is..

APPRECIATE

ACKNOWLEDGE

ALIGN

ASSURE

I’m glad you contacted us today …
Thank you for bringing this to our attention
Thank you for taking the time to reach out.
I’m glad you called in regarding…
We appreciate your giving us a call today
We appreciate you being a member
I’m happy you called us today

I realize that this situation is difficult for you….
I have experienced a similar problem recently,
Your satisfaction means everything to us,
I would feel the same in your situation if…
I’m sorry you are having this problem…
I know how frustrating it can be when
I understand exactly how you feel

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Speaker Notes:

Role Play

We’re going to do some role plays to give you some practice using these Four A’s for Exceptional Service statements.
I’m going to pair you off, one of you will be the member and the other the agent and (if you have time) you’ll get to switch roles

We’ll start with the agent greeting (assume the caller is verified)
Then the member gives their issue
An the agent responds using a como of the Four A’s for Exceptional Service statements

OK, ask the participants to count off 1 & 2 then say all the 1’s are members and the 2s are agents
Tell the 2’s to start formulating their Four A statements
Take all the 1s into a breakout room and hand out scenarios
After each scenario have a short debrief-SHORT you really want everyone to have the chance to be the agent
After all the 1s go tell them that they are now the agent and the 2s are the member. Create a breakout room and give the 2s the scenarios and repeat
Ask for volunteer to do the first example - then break them up in break out rooms, have them practice themselves.

SCENARIOS - they are not solving these scenarios, you’re looking for confidences, emotional connection & Quad A statements

MET:

"It says I have exceeded the number of attempts for my application... How can I apply?"

"I checked my rate where is my $20?" (angry)

" I want to update my home address to a PO box, but it's not letting me."

"My application keeps rejecting because of a bad image. Can I send you my documents and you upload them for me?"

"My employer sent over my direct deposit but I don't see it yet"

"I cannot find my bank on Plaid"

"I am typing in my address, but it keeps saying invalid. What is the reason for this?"

" I sent out my referral link, and still have not gotten my bonus"

" I am not getting the code when I go to log into the app"

"I am trying to use my card in my virtual wallet, but it keeps declining."

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Key Takeaway

Being Empathetic and really listening

An EXCEPTIONAL member experience

Creating emotional connections

Using

The 4 A’s of Exceptional Service

creates

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Challenge

Use The 4 A’s of Exceptional Service on every interaction.

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Now…Go be EXCEPTIONAL!!!

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